Who would have thought, in 2013, Gucci this brand from Italy also to “old-fashioned design, no consumer, slow growth” by the industry criticized. To the first quarter of 2015, the performance of the worst five years. No longer can not stand the downturn of Gucci for high-level big shake, in early 2015, the new CEO Marco Bizzarri took office, then, Alessandro Michele was promoted to new creative director.
In the Marco Bizzarri & Alessandro Michele portfolio under the operation, Gucci in the second quarter of 2016 markedly accelerated growth, comparable to 7.4% on the basis, far exceeding market expectations of 2% -3%, exceeding the 3.1% increase in the first quarter. “Gucci future goal is the annual sales of 6 billion euros.” Marco Bizzarri optimistic that the future of the brand will be twice the industry average growth rate.
And Gucci is the opposite, Chanel and other brands since the beginning of a large price war in 2015, and Gucci in the inventory after the end, through the replacement of the brand style and store concept to achieve consumer attraction.
Gucci’s repositioning is to attract more new consumers, especially the pursuit of freshness and social media like the millennium generation. The new CEO Marco Bizzarri stressed: “We are trying to gain market share, to do this, we must have the purpose and differences.
First designed to bring the taste of the young, Gucci is no longer new and old-fashioned as usual, but more bright colors and fresh some of the design – the new style of retro, full color, rich in detail. In the face of the past few years Gucci increasingly mediocre, sales growth stagnation of the case, this design is quite able to re-establish a distinct image for the Gucci.
The fashion industry has been sexually controlled for several years, and spectators are tired, especially when the concept has been hype was well known, then the recession is not far away. Gucci as the representative of the magic style, more spiritual than the cold air, pay more attention to mental performance. Gucci presented a new style, just to cut the trend of the new trend of the beginning, it is everywhere in the white shoes, white shirt, minimalist design provides people with a completely different alternative.